Exam 21: Marketing Implementation and Evaluation

A variation of product specialization is major-accounts specialization.

Jennifer purchased a flea trap to help her control a flea infestation in her living room rug. She followed the instructions for setting the trap out. Two days later there were still fleas in the rug, and none in the trap. As a result of the ____ warranty, she was able to go to the store where she had purchased the flea trap and get her money back.

Denman Tire Company is a manufacturer of tires for specialty tire niches that the bigger manufacturers ignore. Which of the following is an example of a ledger-account expense that could be used for its marketing cost analysis?

Indirect costs are also called inseparable expenses.

The simplest and least expensive marketing cost analysis is a study of the object of expenditure costs as they appear in the firm's profit and loss statement.

Hewlett-Packard has a U.S. division that sells to U.S. businesses; a European division that sells to Europe, Africa, and the Middle East; and an Intercontinental division that sells to the rest of the world. Hewlett-Packard is using _____ _____ to organize its sales force.

By recognizing the existence of _____ warranties, the courts are holding producers responsible for product-caused injuries whether or not they are to blame for negligence in manufacturing.

_____ is the operational stage--the stage during which an organization attempts to carry out its strategic plan.

GDS Seating Inc. makes seats for football, basketball, and soccer stadiums throughout the world. Which of the following is an example of an indirect cost for this manufacturer?

Caterpillar is the world's largest manufacturer of medium speed engines and high speed diesel engines. In 1990 the company decentralized its structure, reorganizing into three business units, each responsible for return on assets and customer satisfaction. The three business units are machines, engines, and insurance/ financing services to help customers around the world acquire and use Cat and related equipment. The machine unit is further divided into a division that has sole responsibility for negotiating all contracts with U.S. government agencies. The company has experienced continuous growth except during the worldwide recession in 1981-1983, which cost Caterpillar the equivalent of $1 million a day and forced it to dramatically reduce its number of employees. -There is a focus on teamwork throughout the company, with people from different departments sharing their knowledge, talents, experience and resources to find the best solutions. This cross-functional teamwork is indicative of how:

Even though a sales volume analysis has indicated that Maypo oatmeal, Farina, Wheatena, and Maltex are low sales volume items for American Home Food Products, it could be inappropriate for the food producer to stop carrying these items because:

During the evaluation stage, management determines how well an organization has achieved the goals it set in its strategic plan.

Shiseido is a Japanese manufacturer of cosmetics and toiletries. Through a(n) _____ Shiseido should realize its share of the market for its prestige brand of toiletries in Japan had shrunk.

An organization may be reluctant to use geographic specialization as a way to organize a sales force because it:

_____ costs include order processing, order carrying, and advertising, as well as marketing administration.

Which of the following statements about the contribution-margin approach to marketing cost analysis is True?

Chris purchased a souvenir T-shirt when he visited Savannah, Georgia. The label on the T-shirt indicated that it was 100 percent cotton and preshrunk, so Chris could purchase an extra-large shirt and know that when he washed it, the shirt would still fit. The label in the shirt contains a(n) _____ warranty.

The _____ _____ is a comprehensive review and evaluation of the marketing function in an organization- -its philosophy, environment, goals, strategies, organizational structure, human and financial resources, and performance.

Which of the following is the best reason for continuing to carry a product when a sales volume analysis indicates it is a low-sales-volume item?

A(n) _____ analysis compares a company's sales with the sales within its industry.